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MARKETING OF PROTECTED AREAS AS A TOOL TO INFLUENCE VISITORS' PRE-VISIT DECISIONS

By Mike Reid, Stephen Wearing and Glen Croy
MARKETING OF PROTECTED AREAS AS A TOOL TO INFLUENCE VISITORS' PRE-VISIT DECISIONS
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This report focuses on the issues salient to developing and implementing pre-visit communications in the context of protected area marketing and management. Establishing experience and behavioural expectations prior to visiting a protected area is central to ultimate visitor satisfaction as well as environmental protection. In designing pre-visit communication that promotes park and protected area visitation, as well as shapes behavioural expectations, managers must have a framework with which to both plan and implement effective pre-visit communication strategies.
This report focuses on the issues salient to developing and implementing pre-visit communications in the context of protected area marketing and management. Establishing experience and behavioural expectations prior to visiting a protected area is central to ultimate visitor satisfaction as well as environmental protection. In designing pre-visit communication that promotes park and protected area visitation, as well as shapes behavioural expectations, managers must have a framework with which to both plan and implement effective pre-visit communication strategies. Reduce

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Pearls of Wisdom

In 2008/09, $408 million was spent by visitors in the region - 53% was by domestic overnight visitors.